Rustlers announces plans to launch meat-free burger

Rustlers, a Kepak Group brand, has unveiled plans to launch a meat-mimicking burger to add to its range of microwaveable hot snacks.

The Rustlers ‘Meatless Maverick’ will be made from pea protein and is complete with the quarter pounder signature sauce and dairy cheese. 

Adrian Lawlor, chief marketing officer of Kepak Group, commented: “Research shows there is a perception that products within the meat-free category require long cooking times with not much in the way of tasty, quick and treat options”.

He continued: “Meatless Maverick will offer a meat-free alternative to Rustlers whilst bringing the taste, convenience and quality credentials associated with the brand to the audiences we have defined – moderate meat reducers, committed meat reducers and moderate vegetarians.”

The new burger will be available in the UK in Tesco, One Stop and the Booker Group from November for an RRP of £2.